1) Which if the following is NOT a Primary Research method:
Focus Group
In-depth Interview
Content Analysis
All of the above
2) Which of the following is a Secondary Research method?
Interview
Focus Group
In-depth Interview
Content Analysis
3) Which of the following is a communication goal?
To increase media impressions by 10% by May 2015.
To enhance recall of key messages among pediactic nurses by 15% by March 2015.
To double the number of influencers engaged with the brand on twitter by April 2015.
To raise awareness of the benefits of a good diet for overall health.
4) Which of the following does NOT describe the target of an IMC plan?
Public
Audience
Market
Follower
5) An output objective:
Establishes the ROI of the plan
Specifies how much attitudes and beliefs will change.
Lists behaviors that the communicator wants from the customers
Describes the programming/tactics of a plan
6) Which of the following is NOT a tactic?
Press release
Print advertisement
Twitter Contest
Focus on partnerships to establish credibility
7) Which of the following is a controlled tactic?
Press conference
Press Release
Print Advertisement
Tweet
8) Which of the following is an uncontrolled tactic?
Print Advertisement
Facebook Ad
Press Release
Direct Mail Piece
9) What part of an IMC plan is evaluated after the plan is executed?
Strategy
Publics?Objectives
Programming
10) Which of the following is NOT an appropriate measurement of a plan's success
Media impressions increased 5% above plan objectives in April.
The launch event was enjoyed by all who attended.
Social media engagement increased 17% by the end of the year.
The print ad resulted in a 4% sales increase in December.